Automation – A Step Ahead To Effective Email Marketing
Are you looking for an easier way to manage email marketing? Consider using automation. Companies using marketing automation see 53% higher conversion rates and annual revenue growth of 3.1% higher than non-users, according to a report from Aberdeen Group.
What is automation?
Email automation gives you the power to trigger, or automatically send, specific emails based on customer actions. For instance, when someone joins your email list that action serves as a trigger and a pre-made welcome email is automatically sent to that person’s inbox.
Here’s a list of reasons why automation is so helpful to marketers:
Reach customers faster
With automation, you can reach customers immediately. For instance, you can send a welcome email minutes after someone joins your list. Engaging customers with speed and accuracy will help you drive traffic and increase conversions.
Reports show that subscribers are more engaged within the first 48 hours of joining your email list; so hitting their inbox quickly is crucial. An automated welcome email, like the one below, garners an 88.3% open rate and 29.3% clicks, according to Experian.
Automation allows you to trigger emails based on customer behavior. For example, you can email a subscriber a list of products they might like based on a recent purchase, or send a special promotion based on items the customer looked at online.
The idea is to offer the customer a personalized shopping experience; show them products that are tailored to their interest and you’ll see more revenue in return.
Emails based on browsing behavior see a 3.4x increase in revenue compared to traditional promotional emails, according to research from Experian.
Here’s a great example of an email that suggests products based on a viewer’s browsing and purchase history:
Upsell to customers
Automated emails can also “upsell” clients, where you encourage subscribers to upgrade their subscription, buy accessories for a recent purchase or encourage customers to buy a better (more expensive) product than the one they were looking at online.
By doing so, you’ll increase a customer’s lifetime value. In other words, customers are likely to spend more with your company over the years because you’re encouraging relevant products that the customer wouldn’t find on their own.
Here’s an email that tries to upsell a subscription plan:
Without automation, you have to send emails manually. When new people sign up for your list, you have to log into your account and send an email to those potential customers. With automation, the work is done for you. The email is pre-made and automatically sent. It saves time and energy.
Less repetition for subscribers
Subscribers don’t want to see the same old email in their inbox week after week. By using automation and triggering emails based on what the customer does, you’ll limit the number of generic promotions or batch emails that you send because subscribers are getting more targeted emails.
Most automation software comes with great tracking abilities. As you create, schedule and send emails, you’ll be able to track your success. As you watch your metrics, you can make adjustments to the emails that you send to improve your traffic and revenue.
By using automation, you’ll be able to ease your workload, reach customers efficiently and generate more money.